The One Mistake You’re Making That’s Draining Your Business
You spend GOOD time and money striving to find new clients and customers. You sit there during the day chewing on the end of your pen wondering if you can REALLY hit those goals you’ve been aiming for.
Then you snag a new client. Hooray!
Now, you do what you do best. Your craft. Your vocation. The reason you got into business. You wash that carpet or make that burger or do those taxes or whatever it is you do. Then you finish. Your customer is impressed. Heck, even you’re impressed. You write the invoice, welcome them to come by anytime, and you part ways.
And that’s it.
STUPID STUPID STUPID STUPID.
YOU ARE LEAKING MONEY! Yes, you are costing yourself dollars upon dollars.
So let’s fix it. Okay? Let’s not stay here in this dark, money-sucking cave.
I heard Dean Jackson and Joe Polish speaking recently about the three “units” of a business’ relationship with a client. There’s the BEFORE unit. The DURING unit. And the AFTER unit.
Now, the BEFORE unit is where you are advertising and marketing. You hustle and spend loads of time and money trying to get a client. Then the DURING unit. That’s when you are doing the work. Pretty straightforward. But the AFTER unit. This is where most small business owners fail horribly. This is all the time after you’ve acquired the client and given them a great experience with your business, and now you have the opportunity to really invest in this relationship.
But we don’t. Usually, once the work is done, the tile is laid, the house is sold, the ice cream is handed out, we just say goodbye and part ways.
And this is what’s draining your business.
It’s proven over and over again that GETTING a customer is exponentially more difficult than KEEPING a customer that you already have. But we continue to invest 80% of our efforts in the acquiring stage.
Well, let’s change that.
Think today, right now, about how you can start investing in your client relationships AFTER the sale. How can you be of value to them after the check is written to blow them away even more with your great service and the experience you offer? Can you call and check in with the new catalytic converter you put in the car? Yes. Can you stop by the new house you sold them to make sure that everything is in order? Yes.
I liked what Joe Polish said he encourages carpet cleaners to do. A day or two after the carpets are cleaned, he encourages the business man to stop by the house with a bottle of some special spot cleaner to give to the client. Something so small can add so much value to the relationship, and probably get you WAY more referrals too.
Today, get creative with the AFTER unit. And remember that your client is worth more than that one purchase. Keep the relationships strong and you’ll stop those deadly leaks in your business.